This paper examines successful strategies for collaborative online study and uses as a case study the Advanced Certificate of Internet Marketing, an awardwinning 16-week business course, delivered 100% online, which 85% of students have completed to date. 1. The Internet environment The Internet is at its best when it brings people together. It is perhaps most powerful and exciting as a communi...

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

The current study, integrating relevant concepts derived from self-regulatory focus, prospect/involvement and knowledge structure theories, proposes a conceptual framework that depicts how the message framing strategy of advertising may have an impact on the persuasiveness of brand marketing. As empirical examination of the framework shows, the consumer characteristics of self-construal, consum...

This chapter introduces the framework and causal model of customer value, customer satisfaction, brand loyalty, and customer relationship management performance in terms of the innovative manufacturing and marketing solutions. It argues that dimensions of customer value, customer satisfaction, and brand loyalty have mediated positive effect on customer relationship management performance. Furth...

This research studies microblogging as word-of-mouth communication from a cross-cultural perspective. It compares microblogging contents on Twitter in the US and Weibo in China. After coding microblogs on four smart-phone brands in a month period for their content categories, the author computed the relation between the proportional occurrence of each category and Hofstede’s cultural dimensions...

The purpose of this article is to present the link among resource based theory, marketing strategy, and firms’ performance in order to propose integrative framework showing how the three constructs are linked. It is organized based on a review of academic literature on resource based theory and marketing strategy chronicled in major marketing journals up to December 2015. Besides, the paper ref...